New NMA Report Showcases the Value of News Media for Advertisers

The News Advertising Panorama book highlights the benefits for marketers advertising in print and digital news media.

Kammi Altig, Communications Manager

The News Media Alliance recently released its 78-page News Advertising Panorama with research and statistics from Nielsen Scarborough, comScore, Kantar Media and the NMA itself to give advertisers a comprehensive picture of the value of news media audiences.

NMA Vice President of Research & Insights Rebecca Frank explained the project, “While the news media landscape has evolved rapidly in the past few years, what hasn’t changed is that people trust their favorite news source—and the advertisements they find there. But not all advertisers are aware of the value the news media offer to their clients, which is surprising given how strong the data really are.”

The book highlights the unique selling proposition for advertising in news media, including brand-safe environments; advertising effectiveness and trust; wealthier, more-educated audiences; and a reach of 49 percent among adults 18-49.

You can learn more about the News Advertising Panorama on the NMA website. Here are a few highlights from the research:

When asked which type of advertising channels they trust the most, consumers cited news and magazine media as the most trusted.

News media also offers an engaged audience who are ready to spend money in retail outlets.

News media also reaches almost half of all adults in each age group every week.

News media audiences continue to grow, especially on mobile platforms where audiences have increased nearly 34 percent in the last three years.

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